GLOSSARY
To help clarify some of the terms in the book, here’s a brief glossary.
Acquisition Funnel: Also referred to as conversion funnel or demand funnel, this phrase refers to the customers’ journey from the moment of awareness to the moment they become customers. Many organizations use the idea of an acquisition funnel to track how well their marketing activities are working to attract and engage prospects.
Best Customer: Target customer definition based on experience with existing customers. Most desirable customer segment, often a large segment of customers with a high customer lifetime value (CLV).
Business Case Team: Internal small team tasked with developing the detailed argument for investing in membership economy.
Change Management: ...
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